Launch a new product category in the Canadian market with a 15X ROAS
More than 15X return on advertising spend (ROAS) in 3 months.
2022-01-26
Working with mint is like hiring a Web Marketing Director for a fraction of the price. They closely monitor the campaigns, provide regular and thorough follow-ups, understand the business, and most importantly, they’re a pleasure to work with.
Objectifs
Launch Filo cleaning tablets in Canada and generate sustained growth in online sales.
Défis
- New product category requiring consumer education.
- No brand awareness.
- Low unit price of the product, which can result in an average order value that is too low to grow profitably through paid acquisition.
Stratégies employées par mint.
Change the Product, Not the Habits
Show the ease of use and educate consumers that they don’t have to change their habits to switch to this eco-friendly product.
Capitalizing on Dans l’œil du dragon
Amplify the appearance on Dans l’œil du dragon through a conversion funnel in order to increase brand awareness in Quebec.
Pinterest Ads as an Acquisition Lever
Adding Pinterest Ads as an acquisition channel to target users looking for home decor inspiration.
Comment avons-nous atteint l’objectif ?
Conversion Funnel – Amplifying the Dans l’œil du dragon Effect
Appearing on Dans l’œil du dragon offers significant visibility, but why not amplify this effect with digital advertising? To do so, we implemented a campaign strategy before, during, and after Filo’s appearance on the show.
One week before the broadcast, traffic ads on Facebook and Instagram invited people to discover the product and tune in to the show that evening. Interest audiences such as “Entrepreneurs,” “Dans l’œil du dragon,” and “Women-Owned Business” performed particularly well in terms of CPM and CPC.
During the broadcast, a brand protection campaign on search engines captured viewers searching for the brand with contextual ads.
After the broadcast, we launched remarketing campaigns to retarget all website visitors attracted by the show with a personalized message. A conversion funnel leveraging the brand’s appearance on the show was implemented to sustain strong performance through the end of the month.
Results – 30 days following the appearance on the show:
- 28X ROAS on Facebook Ads alone.
- Sales attributed to Facebook Ads 7X higher than the previous month.
- Online sales 13X higher than the previous month.
Introducing the Brand in the Rest of Canada
We implemented a multi-phase strategy to increase brand awareness in provinces where the brand was less known and competition was stronger. First, traffic campaigns helped increase visits to the online store while positioning the company as Canadian, innovative, and eco-friendly. Next, we launched conversion and remarketing campaigns to continuously increase sales coming from the Rest of Canada. Finally, variations of creatives in Stories and Reels were launched to increase the brand’s touchpoints with potential customers.
Results over 5 months vs. the 5 months before the campaign launch:
- +130% increase in online sales in the ROC.
- Increase in the share of online sales from the ROC from 6% to 20%.
Les résultats
of average ROAS
over 3 months
in online sales
during the first 3 months of the campaigns vs. the previous period
of average monthly ROAS
in 2021
Découvrez d'autres mandats à succès.
Vos résultats, à un courriel près de prendre leur envol.
.webp)